Putting Wind at the Back of the Event Industry
by Chris Kappes, ECN
When Berend “Bernie” Beilken—a German sailor and entrepreneur—secured victory three times in the Admiral’s Cup, he didn’t realize that the lessons he learned as a sailmaker and regatta sailor would manifest into Procedes Group: a company he founded thirty years ago.
Today, Procedes Group is a leader in large format printing and textile architecture for exhibits, events, retail, point of sale, and interior design. Large format printing allows businesses of all kinds to present customized visuals and branding and the industry is expected to grow to $20.4B by 2028.
With six offices, a staff of 240, and production sites throughout Europe, Procedes is a leading global resource for top brands, shows, and experiential activations. Led by Managing Director, Alexander Beilken, son of Berend and a world-renown sailor as well, Procedes business grew from word of mouth. “We hope to do the same in the U.S.,” shares Beilken.
In 2020, Procedes started this pursuit by launching its U.S. operation in Chicago. During COVID, planning and facility layout started. Equipment was spec’d, ordered, transported and installed later that year. The Procedes U.S. playbook was in motion. “We implanted the same equipment, technology, exacting standards, experienced team, and 30-year market know-how into our US operation,” explains Maik Raute, Procedes LLC, CEO.
The “standards” Raute references are unique among large format printers in the U.S. market. “We produce and fit SEG fabric graphics from two-dimensional drawings; three-dimensional drawings are NOT required,” Raute explains. “Another unique standard is that no test fitting is needed, we guarantee what we produce fits, period. For the client, this means there’s no need to set up and stage the graphics, saving time and expense. Our end-product is the highest quality and ready to install right out of the box.”
Tucker Ramsey, CEO-Americas for ET Global, shares his experience working with Procedes. “Procedes has been a long-time strategic partner of ET GLOBAL in Germany and is now our go-to fabric supplier in the U.S. Their combination of quality and price equates to a value proposition that’s tough to beat. Their technical proficiency is impressive and whenever we have a challenging large format textile need, Procedes is our first choice. We look forward to our continuing successful partnership.”
SHORTER LEADS TIMES NO PROBLEM
Shorter lead times represent a significant industry challenge as decisions are increasingly last minute. “Just in time” performance requires a supplier response that few large format companies are equipped to handle. “Our average turnaround time from quote receipt of art to production is 2.8 days,” shares Raute. “The customer gets the same project price whether the turnaround is 10 days or three days. In short, we don’t premium price based upon order timing.” Since opening its doors in Chicago, Procedes USA has produced over 1,000 projects.
This efficiency is possible due to advanced software that runs through a custom-built digital workflow process and top of the line production equipment. “We’re producing 4,500 square meters (48,000 square feet) of finished SEG Graphics each day for our European customers. The U.S. market is competitive, but we have aspirational goals to reach similar production numbers here as well.”
SUSTAINABILITY IS KEY
Procedes has established ambitious sustainability goals for all its business operations. “We are replacing textiles containing PVC with more sustainable materials or green alternatives,” shares Raute. “We rely on recyclable polyester and avoid composite materials whenever possible. Currently, 82 percent of the textiles we use are recycled and we’re working with our customers to optimize the direct transfer of end-of-life materials to recyclers. Finally, we only use solvent-free inks in the printing process.”
SEEING IS BELIEVING
Robert Laarhoven, former CEO of beMatrix and Laarhoven Design, now Brand Ambassador for Procedes, was skeptical of Procedes production capabilities until he toured Procedes. “Having run a prominent digital printing company in the industry, I needed to see the operation for myself,” Laarhoven explained. “I was floored. Their ability to translate two-dimensional designs into show ready SEG graphics in less than three days, and without any test-fitting, is unheard of. For most high-volume digital printers, a quote alone takes two or more days, test-fitting takes up additional precious time, and pricing may reflect a premium based upon turnaround time. Procedes is a “game changer” and the reason I decided to be their Brand Ambassador.”
From sail-making to process printing, Procedes has been a textile artisan for over 100 years. With this rich legacy and workforce DNA, Procedes has the wind at its back and is ready to sail into the future.
This story originally appeared in the Q2 2024 issue of Exhibit City News, p. 24. For original layout, visit https://issuu.com/exhibitcitynews/docs/ecn_q1_2024.
